Plan de comunicación estratégica 360 para el medio digital Exprésate Morona Santiago

Abstract

Abstract: The objective of this research work is to establish a communication plan strategic 360 for Exprésate Morona Santiago , a digital communication medium independent that was born in 2011, whose main mission is to inform about the events in the city of Macas and the province of Morona Santiago. With the purpose of developing a communication diagnosis of the digital medium Exprésate Morona Santiago and determine its positioning in the areas in which it currently maintains coverage, a mixed methodology was applied, developing surveys, interviews, social media analysis, SEO web analysis. In the general 360 strategic communication plan, objectives were determined to position Exprésate Morona Santiago as a reference digital medium in the market advertising, and with this, strategies, actions, and a guide with guidelines were proposed effective to improve the internal communication of the company, as well as increase audience and engagement on social networks such as Facebook, Instagram, Twitter and Tik Tok, also strengthening the positioning of the company's website.